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Insights, Not Data: Automated Reporting That Works

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Spending hours downloading CSV files and taking screenshots every time you pull together a report? How can you possibly have time left to come up with insights that your clients and bosses want to see? The answer is that you probably don’t. In this talk, you’ll learn how to make automated reports that don’t suck – freeing you up to spend your time on insights, not data collection.

Presented at BrightonSEO, September 13 2019

Veröffentlicht in: Marketing
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Insights, Not Data: Automated Reporting That Works

  1. 1. Insights, Not Data: Automated Reporting That Works Dana DiTomaso // Kick Point SLIDESHARE.NET/DITOMASO @DANADITOMASO
  2. 2. How long do you spend making reports right now?
  3. 3. 2.75h = Making Report 0.25h = Insights
  4. 4. Let’s flip this around the other way.
  5. 5. There are lots of great reporting tools out there.
  6. 6. But they’re only as good as the data you can put into them.
  7. 7. This is what Google Analytics’ Client ID is for.
  8. 8. What can you do with this?
  9. 9. Save the CID as a session-scoped custom dimension in Google Analytics.
  10. 10. Capture the CID in your form fills and other data captures.
  11. 11. Then, use that CID to stitch data together post-sale!
  12. 12. Level Up: Use call tracking data to enrich offline phone calls.
  13. 13. Remember: Google Analytics doesn’t have to be your single warehouse.
  14. 14. What else can you do with this?
  15. 15. Combine reviews with purchases.
  16. 16. Start a loyalty program to tie together online visits & purchases with offline ones.
  17. 17. Capture more website behavior data and look for patterns.
  18. 18. Because all your data is already in one place, you don’t need to waste time merging data.
  19. 19. What kinds of insights have we gotten so far?
  20. 20. Save ad spend: Find keywords that have high conversion rates but low close rates.
  21. 21. Target your offline spend: Find postcodes with the highest spend per purchase.
  22. 22. Focus SEO efforts: Find lower ranking pages that are already making you money.
  23. 23. It’s more effort to set up in the beginning but then you never need to export a spreadsheet ever again!
  24. 24. (Because I’m pretty sure you aren’t being paid to export spreadsheets, right?)
  25. 25. Thank You! kickpoint.ca/newsletter Dana DiTomaso @danaditomaso